the anou cooperative offers a fresh alternative to traditional cultural clichés – and a challenge to outdated if not even colonial market models.

it is an artisan-led award winning collective of over 600 artisans from cooperatives, associations, and workshops across morocco. it continuously welcomes new members to the community that are committed to authenticity, quality and transparency. the artisan-led model cuts out all sorts of middlemen, so that artisans earn what resale organizations traditionally make. products beautifully displayed in marrakech or instagram only net artisans less than 4% of what you pay. oftentimes, this doesn't even cover the material costs, let alone the hours of work invested. real change in the artisan sector doesn't happen by paying artisans a little extra money, but only by giving the artisans the power and market access to thrive in their own craft. at the anou cooperative, the artisans themselves are empowered to set a retail price and take care of the entire production process - from design choices to product photography. most importantly, the artisan-led model reinvests 20% into the artisan community through training or employment to ensure the future of craft. anou is automating traditional middlemen work and ensuring the resulting wealth stays in artisan hands.

www.theanou.com